And the league announced an unusual contest in partnership with its official equipment supplier, Reebok:

December 8, PR Inside.com: n celebration of one of the National Hockey League"s most anticipated events " the NHL Winter Classic" 2009 " Reebok is offering fans an unprecedented experience through "NHL Winter Classic Reebok Lost Logo Challenge," a unique contest for both U.S. television viewers and in-stadium attendees that challenges fans to find the NHL player who is missing the Reebok logo from his jersey.

On New Year"s Day, 2009, Reebok will give each of the more than 40,000 fans who attend the NHL Winter Classic game between the Detroit Red Wings and Chicago Blackhawks at Wrigley Field a pair of binoculars to find the NHL player on the ice without a Reebok logo. Fans in the stands and those watching on television will have a chance to win. In-stadium contestants will be asked to enter via text or phone, while those tuning in on television will be able to enter online.

To register automatically in-stadium, fans must text the word "Reebok" to 81812 or call the toll-free number 877-645-8181. A reply text will ask for their seat location, after which, another text will ask them for the name of the player without the Reebok logo. Viewers at home will be able to participate in the contest by logging onto Reebokhockey.com and filling out the entry form.

The contest will run throughout the first and second periods. When the second period buzzer sounds, all participants who correctly identify the player will be entered into a random drawing. The in-stadium winner will be announced via the stadium video board during the third period. The winner viewing on television will be notified by phone during the third period. The winning viewer"s name will be posted on Reebokhockey.com on Jan. 2.

"We are excited to team up with the NHL in this unique contest that not only celebrates the NHL Winter Classic, but also underscores Reebok"s position as the authentic outfitter of the NHL." said John McMahon, Director of Marketing for Reebok Sports Licensed Division. "We are in a unique position to be able to offer a contest like this and lucky to have the support of a great partner like the NHL."

Each winner will receive a hockey trip of a lifetime - a Stanley Cup trip for four, that includes airfare, hotel accommodations, ground transportation, and tickets to a Stanley Cup Final Game. Winners will watch the game with an NHL legend. They also will enjoy a private viewing of the Stanley Cup and a $1,000 shopping spree at NHL.com.